If you're a football fan or a fantasy football obsessive, you'll be more than familiar with Premier League and football club websites, and how some have improved immeasurably over the past couple of seasons.

In March 2017 Balenciaga launched a new website which is pretty remarkable as far as web design goes.

You can see the homepage in the screenshot below. The rest of the website has the same utilitarian aesthetic and frankly looks as if the brand decided that the agency wireframes looked just fine as they were.

Be careful what you ask for, is always sound advice. And when you’re briefing an agency to create a new website or ecommerce store you need to be extremely careful.

The consequences, good and bad, of that briefing will stay with you for some time. The results of dodgy assumptions or the wrong focus can be costly to fix once you’ve discovered your expensive new site is a flop.

I think of football (soccer) club websites much as I do automotive websites; traditionally pretty poor and, dare I say it, a reliable indicator of little digital knowledge at a board or senior management level.

The stereotypical Premier League club website would have a big interstitial with a button to 'enter site', then a clunky UX that's too busy, not mobile-friendly, or both.